Context

Plum had outgrown its own website.

The site was inconsistent, messy, structurally broken, and stuck in a 12-month redesign loop that never shipped. Navigation was outdated, content was stale, visuals were placeholders, and user flows were disjointed across paid, organic, and product pages.

Leadership made the relaunch a top priority — but lacked bandwidth, an internal Webflow dev, and a clear owner to push it across the finish line.

Old website, kept alive with duct tape

My Role

Performance Marketing Lead who also took full ownership of the web launch.

I was responsible for turning a half-built, high-stakes redesign into a functioning, scalable, conversion-ready site.

What I Actually Did (The Real Work)

1) Rebuilt the entire site structure

• Fixed broken IA and navigation
• Created consistent page templates and reusable blocks
• Reworked layout logic for clarity and depth
• Re-aligned pages with new brand + positioning

Bringing order to the Chaos

2) Brought order to the “Ship of Theseus” problem

• Removed inconsistent sections added over years
• Consolidated scattered content into structured patterns
• Standardised headers, page depth, internal linking, and readability

Building a scalable design system